COLOR Use and Abuse

Color Do’s: Use Color Purposefully Use Color to: Unify/Separate Content Emphasize/De-emphasize Content Direct readers where to look first Add personality to content

Designing with Color Use Color in: Info-graphics Primary Headlines Folio presentations Backgrounds Duotones Primary Headlines Drop Caps Caption Overlays Content Modules Rule Lines

Color Strategies Echoing color from photos Theme/concept driven Choose 2 cool and 1 warm or 2 warm and 1 cool colors

Color Don’ts Color Abuses: Body copy in color Painting the page with color Color overpowering the photos Lack of a strategy Technically weak color images

Dark, medium and light values of a single color provide contrast Do: Know your color wheel Dark, medium and light values of a single color provide contrast THE COLOR WHEEL // Analogous

Adjacent colors create pleasing, low-contrast harmony Do: Know your color wheel Adjacent colors create pleasing, low-contrast harmony THE COLOR WHEEL // Analogous

Opposite colors create high-contrast intensity Do: Know your color wheel Opposite colors create high-contrast intensity THE COLOR WHEEL // Complementary

Do: Know your color wheel Cool colors (with a blue base) tend to recede. Warm colors (in the red/orange families are perceived as advancing. THE COLOR WHEEL // Cool vs. warm colors

RED Purposeful Color Use ~ Color Psychology is the most dramatic, intense and emotional color attracting the eye no matter where it appears. A very immediate color, red can appear closer than it is. Lighter hues in the red spectrum elicit joy and sensitivity, while deeper hues can translate to passion and anger. Physiologically, it is known to increase energy and appetite.

ORANGE COLOR | Use & Abuse Purposeful Color Use ~ Color Psychology This combo of yellow and red is energetic, exciting and warm. It is an attention getting color, as is red, but in a more welcoming and friendly way. It also possessed a spiritual dimension associated with its connection to fire. COLOR | Use & Abuse

YELLOW Purposeful Color Use ~ Color Psychology While cheery and inviting, bright yellow can be difficult on the eye. Experts say it helps focus concentration and speed metabolism. Its optimistic reputation, however, is belied by studies that show yellow causes people to lose their tempers easily.

GREEN Purposeful Color Use ~ Color Psychology Falling between blue and yellow, green is more versatile than either of its primary colors. Green represents nature, tranquility and health. It is also the color of money and darker greens are considered masculine and conservative. Lighter greens can be relaxing.

BLUE Purposeful Color Use ~ Color Psychology One of the most abundant colors in the world, blue is the hue most often cited as a favorite. Blue is considered serene and peaceful, but the use of blue as a synonym for sadness has it roots in psychology as well. Some studies show that blue causes people to be more productive, but it can also be an appetite suppressant. Light blue can look larger than it is.

PURPLE Purposeful Color Use ~ Color Psychology Because of its mix of red and blue, purple tones can vary greatly and lean toward very warm or very cool hues. Purple is less common than other colors in nature so it can appear to be artificial. It has long been considered the color of royalty and connotes luxury and femininity. Young children are often drawn to purple.

Purposeful Color Use ~ Theme-related color folio bars

Purposeful Color Use ~ Color used to unify content & add personality

Purposeful Color Use ~ Color coded sections. Six colored squares run on every page as part of the folio. Each section features two colors from the folio squares for unity. The Sports section colors are blue/yellow

Purposeful Color Use ~ Sections are color coded, and 1 pic out of the photo strip is duotone in the section color.

Purposeful Color Use ~ Monochromatic color scheme

Purposeful Color Use ~ Color accents the headline and separates content modules. Color blocks are used behind captions and the photo strip to create unity across pages

Purposeful Color Use ~ Echoing color from photos

Purposeful Color Use ~ Duotones to create mood.

Professional Examples ~ Color echo links the logo to the pencils

Professional Examples ~ Repeating purple unifies the spread

Professional Examples ~ Color defines content modules

Professional Examples ~ Artistic use of color accents content.

Professional Examples ~ Color visually links the text and the image